Books and balls: antecedents and outcomes of college identification

Identification plays a central role in models of giving to an organization. This study presents and tests a general model of giving that highlights status based and affect based drivers of identification. The model was tested using a sample of 114 alumni from 74 different colleges participated in an online survey. Identification was found to positively affect giving intentions to athletics, academic areas and general university funds as well as alumni promotion of the university. Factors affecting college identification are perceived academic prestige, perceived athletic prestige, attendance of university sponsored cultural events, attendance of academic events, and student organization involvement